In today’s competitive B2B landscape, service providers face a common challenge: consistently generating high-quality leads. I’ve worked with countless organizations struggling with this exact problem – boutique consulting firms, SaaS companies, and agencies all trying to escape the feast-or-famine cycle that comes with inconsistent lead generation.
After watching Marc Wayshak’s presentation on the “Client Demand Blueprint,” I’m convinced that most B2B service providers are overthinking their lead generation strategy. The solution isn’t more content, more cold emails, or more social media posts – it’s creating a focused, repeatable system centered around demonstrating your expertise directly to prospects.
The Problem with Traditional B2B Lead Generation
Most B2B service providers fall into what Wayshak calls the “best kept secret” category – they have excellent offerings but poor demand generation. Sound familiar? I’ve seen this pattern repeatedly in my work with marketing leaders.
The typical approach involves scattered efforts across multiple channels:
- Creating eBooks and downloadable content
- Posting regularly on LinkedIn and other social platforms
- Investing in SEO
- Speaking at industry events
- Networking and building referrals
While these activities have their place, they rarely create a predictable, scalable lead generation engine. And when companies get desperate, they often turn to cold outreach – which, as Wayshak demonstrated with his client’s experience of emailing 5,000 CEOs for just five cold meetings and zero deals, is largely ineffective for high-value B2B services.
The Virtual Roundtable Strategy: A Focused Approach
What struck me most about Wayshak’s approach is its elegant simplicity. Instead of spreading efforts across multiple tactics, the Client Demand Blueprint focuses on one powerful strategy: hosting regular virtual executive roundtables where you share your expertise with ideal prospects.
This approach works because it:
- Positions you as a thought leader and convener
- Creates a non-sales environment where prospects can experience your expertise
- Allows prospects to self-select based on their challenges
- Generates warm leads who have already seen you in action
The results Wayshak shared were impressive. His client ChurnRx, a boutique consulting firm helping SaaS companies reduce customer churn, went from having just 8-12 opportunities per year to a predictable pipeline of qualified leads. Their very first roundtable resulted in a $400,000 project.
Why This Strategy Outperforms Traditional Methods
Having worked with B2B marketers for years, I can see why this approach is so effective. Cold outreach fails because high-level decision-makers don’t respond well to direct sales pitches. Content marketing often takes too long to generate results. Networking is unpredictable.
The roundtable strategy, however, solves these problems by creating a valuable experience that prospects actually want to participate in. It’s the only call-to-action Wayshak has found that consistently works for high-end B2B services.
What makes this approach different is that you’re not selling anything in the outreach – you’re inviting prospects to a valuable discussion with peers. This results in much higher response rates (2-3% compared to the dismal results of most cold outreach) and, more importantly, leads who are genuinely interested in what you offer.
Implementing This Strategy in Your Business
If you’re considering this approach for your organization, here’s what you need to focus on:
- Identify your ideal customer profile with precision
- Create a compelling roundtable topic that addresses their specific challenges
- Develop outreach campaigns that emphasize value, not selling
- Structure your roundtable to showcase your expertise while facilitating genuine discussion
- Follow up effectively to convert attendees into meetings
The beauty of this system is that it creates a virtuous cycle. Your existing clients can participate alongside prospects, adding credibility and demonstrating the value of working with you. Each successful event builds momentum for the next.
While Wayshak offers this as a service through his Lead Gen Roundtable, you could certainly implement aspects of this strategy on your own. The key is focusing all your demand generation efforts on “butts in seats” for your roundtable events rather than scattering your attention across multiple tactics.
My Take: Why This Matters for Modern B2B Marketing
As someone who’s spent years helping B2B companies improve their marketing, I find this approach refreshingly straightforward. We often overcomplicate marketing with too many channels and tactics, losing focus on what really drives business: meaningful conversations with qualified prospects.
The roundtable strategy cuts through the noise by creating a direct line to decision-makers. It combines the best of thought leadership with the targeting capabilities of modern outreach tools. And most importantly, it creates a repeatable system rather than hoping for occasional wins.
If your B2B service business is struggling with inconsistent lead generation, consider how you might implement this focused approach. Start small if needed – even a quarterly roundtable could generate more qualified opportunities than months of scattered marketing efforts.
The businesses that thrive in today’s market aren’t necessarily those with the biggest marketing budgets or the most content – they’re the ones that create direct pathways to demonstrate their expertise to the right prospects. This roundtable strategy offers exactly that opportunity.
